This is a guest post by Neil Davidson, he is the Founder of My Web Presenters, who are a leading Video Production specialist. They create and market compelling and emotive video that helps businesses to grow. You can keep up with their video marketing blog here.

Are you managing to get the full benefits of your video marketing efforts? Many marketers fail to measure the performance of their videos simply because they don’t know how to or because they fall down at this stage of the game thinking that they are already past the post.

For most businesses video marketing needs to become a long-term strategy and as with any marketing strategy you need to constantly innovate, develop and improve to survive. Using the analytics tools available to you to measure the performance of your videos it is possible to learn what works, what appeals and therefore gives you a clear idea of where you need to be heading.

There are many user-friendly platforms that can help you to better understand your marketing statistics and take your marketing campaign to the next level. Here are some of the benefits of utilizing analytics in your video marketing campaign:

• Confirmation that you’re reaching your targeted audience

• Detailed scope of your video’s performance, website’s performance, and ad performance

• Ability to see which videos attract more leads to your products or services 

• Save resources and effort by redirecting your future campaigns towards what you know will work using powerful data from previous campaigns. 

Analytical Tools

Google Analytics as most of you will be aware, is an incredibly insightful tool which allows you to keep track of a multitude of information on your website and the web traffic that passes through it. Applying this information to your video marketing strategy will let you track how people use your website and what they see of your video.

Additionally, using Google analytics to track which websites your visitors come from will give you an idea of what website provides the most views to your videos.























Using the Event Tracker, you will now be able to access a report showing how many people clicked onto your page, what they clicked on when they were there, how long they viewed each page and the number of pages viewed. More specifically you will also be able to see how many people started watching your video, finished watching your video, how many seconds they watched your video for and hoe many people copied your embed or URL code. Using these tools to monitor your video's usage is extremely useful feedback for future planning. Here is an excellent guide to help you through the setup process: {http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html}


Google Optimizer (Google Optimizer)

Now that you have Googl e Analytics up and tracking information on your video's usage, why don't you spend some time fixing up your website? You've made an excellent video that you feel will be the perfect representation of your product or services, now you can use Google optimizer to make sure that it does the job.

Google Optimiser allows you to test 2 web pages performance against each other in a live A/B test. You simply define a goal for the test and then set the 2 pages running against each other to see which one achieves more goals by the time the test statistically concludes a winner.

Therefore try testing your page with and without your video.

Alternatively, if you have been torn between two different videos for your marketing campaign and would like to know which video is more efficient based on performance, Google Optimizer A/B split testing feature will help you solve this issue too.

Google Optimizer is free to use and will link to your standard Google account. It will allow you to combine the data from Google Analytics on poor performing web pages or videos with a new setup. Here is a short video example on how to get started:



If your video has attracted potential customers to your website but they immediately click out after viewing your main page, you can now track that information, and use the Optimizer tool to offer a fresh look to the viewer.  By making some simple modifications to your main page, you may be able to turn a viewer of your video who would click out of your old page into a new customer! {http://www.google.com/websiteoptimizer/tutorials.html}


YouTube Insights

YouTube Insights is a free, web based tool that allows individuals with a YouTube account to receive extensive analytical reports for their videos. This service works as long as the video is uploaded to YouTube, even if embedded on an outside website. This service is closely connected to Google Analytics and the available data is summarised as follows:

• Views and Popularity: Reports how many views your video has received on a regional level.

• Discovery: Reports what link was followed to view the video or if the video was viewed via an embedded code on a website.

• Demographics: Reports the age and sex of individuals who’ve viewed your video.

• Audience Attention: Reports the average time users spent watching your video and what portion of your video users either re-watched or left.

• Community Engagement: Reports the amount of comments, favorite votes, and ratings that your video has received on a global level.

We hope that these guidelines to the 3 tools have been helpful for you. Whatever you do with your video marketing please ensure that you rely on at least some of these tools to help you move in the right direction. The more analytical that you are with your plans the quicker you will learn and progress.

Neil Davidson